Rab (1981), company review

A Comprehensive Overview of RAB: The Outdoor Company

Introduction 

RAB, a globally renowned outdoor company specializing in premium technical clothing and equipment for climbing, mountaineering, and outdoor pursuits, has become synonymous with performance, innovation, and reliability. Over the years, RAB has built a reputation as one of the leading brands in the outdoor gear industry, driven by its focus on high-quality products and a commitment to sustainability. This document explores the company’s origins, key milestones, product innovations, and its trajectory of growth and acquisitions.

Founding of RAB

RAB was founded in 1981 by Rab Carrington, a seasoned climber and alpinist born in Glasgow, Scotland, in 1947. Carrington developed his expertise in outdoor equipment during his time in the mountains of the Andes and the Himalayas. A turning point in his life came during an extended stay in Buenos Aires, where he found himself waiting for a visa. During this time, he says he learned how to sew sleeping bags, a skill that would lay the foundation for his future company.

Returning to the United Kingdom in the late 1970s, Carrington identified a gap in the market for high-performance, durable, and lightweight outdoor gear. Drawing from his personal experiences and understanding of climbers' needs, he began producing his first products in Sheffield, England. The brand started with hand-sewn sleeping bags and down jackets, quickly gaining a reputation for quality and performance among the climbing community. In other words, he had product / market fit.

Early Growth and Revenue Milestones

In its formative years, RAB remained a small-scale operation, with Carrington personally involved in the design and manufacturing processes. By the late 1980s, the company’s products were gaining traction in the UK and beyond, particularly among mountaineers and outdoor enthusiasts.

1990s Expansion

The 1990s marked a pivotal period of growth for RAB. With the introduction of its iconic Neutrino down jacket, the brand cemented its place as a leader in cold-weather gear. By the mid-1990s, RAB had expanded its product line to include a wide range of technical outdoor clothing, tents, and accessories. The company also began distributing its products internationally, tapping into growing markets in Europe, North America, and Asia.

Revenue milestones during this period were significant, with the company crossing the £10 million mark in annual revenue by the end of the decade. This was fueled by the increasing popularity of outdoor activities and the brand’s unwavering focus.

2000s: Steady Growth and Brand Recognition

The 2000s saw RAB become a widely known name among outdoor enthusiasts. By focusing on innovation and catering to the needs of professional climbers and adventurers, the company doubled its revenue, reaching £25 million in annual sales by 2010. This growth was supported by strategic marketing efforts and partnerships with well-known athletes in the outdoor community.

Product Innovation

This is another example where innovation has been at the core of the brand’s success, ever since its inception. The company’s dedication to using cutting-edge materials and technologies has consistently set it apart from competitors.

Early Innovations

One of RAB’s earliest innovations was the use of Pertex® fabric in its sleeping bags and jackets. RAB also focused on ethically sourced down insulation, becoming one of the first brands to emphasize animal welfare and sustainability in the production process. I have one of their down jackets, and I have to say, I don’t think I’ve worn a better performing jacket in my life (once its dry!)..

Iconic Products

Several of RAB’s products have achieved ‘iconic’ status:

• Neutrino Pro Down Jacket: Lightweight and packable, this jacket is a favorite among mountaineers and travelers.

• Microlight Alpine Jacket: This is the one I have (above) in both the jacket and sleeveless. I don’t normally buy two of practically the same product. Enough said.

• Expedition Sleeping Bags: Designed for use in extreme conditions, these sleeping bags have been field-tested in some of the harshest environments on Earth.

Recent Innovations

In recent years, RAB has expanded its product line to include synthetic insulation alternatives, such as PrimaLoft® and Stratus™. The company has also adopted Gore-Tex® and eVent® fabrics for its waterproof clothing range. These innovations ensure that RAB remains at the forefront of technical outdoor gear design. But, I do think that its down products are what sets it apart..

Acquisition by Equip Outdoor Technologies

In 2007, RAB was acquired by Equip Outdoor Technologies Ltd., a Derbyshire-based company that owns and manages outdoor brands, led by Richard Leedham since last year. The acquisition allowed RAB to benefit from Equip’s resources, including expanded distribution channels, marketing expertise, and operational efficiencies. Despite the acquisition, RAB retained its Sheffield base and continued to operate under its original ethos.

Equip also acquired Lowe Alpine, the renowned backpack and outdoor equipment brand, in 2014. (And I have owned many LA backpacks in my day - some great and some, well, average at best!) This acquisition enabled RAB to diversify its product range by offering backpacks and other outdoor accessories under the Lowe Alpine name. The synergy between RAB and Lowe Alpine was a strategically successful move by Equip, with a really strong link between them.

Commitment to Sustainability

Sustainability has become a central pillar of RAB’s operations, or so they say. In fairness, the company has implemented several initiatives aimed at reducing its environmental impact and promoting ethical practices.

• Recycled Materials: RAB has increasingly used recycled fabrics and insulation in its products. For example, the company’s Microlight Alpine Jacket is now made with 100% recycled fabrics and down.

• Ethical Down Standards: RAB is certified under the Responsible Down Standard (RDS), ensuring that all down used in its products is ethically sourced. We all know that this is a hard subject to manage, but Rab seems to be doing its best to address it.

• Circular Economy Initiatives: The company has launched a repair service to extend the life of its products and reduce waste. Customers can send their worn-out gear to RAB’s service center for professional repairs. Patagonia, again???

But, hasn’t everyone in the industry? It’d be good to see more. No ‘GoodOnYou.eco’ score available yet.

Recent Developments and Revenue Growth

2010s: Accelerated Growth

The 2010s were a decade of rapid growth for RAB. With a strong presence in over 40 countries, the company’s annual revenue exceeded £50 million by 2018. This growth was driven by the rising popularity of outdoor activities and the brand’s commitment to innovation and sustainability.

Post-2020 Developments

The COVID-19 pandemic brought both challenges and opportunities for RAB. While supply chain disruptions impacted operations, the global surge in interest in outdoor activities led to increased demand for the company’s products. By 2022, RAB’s annual revenue had surpassed £75 million.

The company has also invested heavily in e-commerce. This digital transformation has played a key role in driving the brand to newer audiences and wider recognition.

Future Outlook

RAB’s future looks bright, with plans to expand its product offerings and market presence. Key areas of focus include:

• Sustainability Leadership: The company aims to become a leader in sustainable outdoor gear by continuing to innovate with recycled materials and ethical production practices. Or so it says. Let’s see.

• Product Diversification: RAB is exploring new product categories, such as footwear and adventure travel gear, to cater to a broader audience. This will be interesting, and is already full of competition.

• Global Expansion: With growing demand in emerging markets, RAB is investing in expanding its distribution network in Asia and South America. Personally, I think this is a better route to growth rather than diversification.

Conclusion

From its humble beginnings in Rab Carrington’s attic to becoming a global leader in outdoor gear, RAB’s journey is a testament to the power of innovation, quality, and a deep understanding of customer needs. In other words, ensuring product / market fit. With a really strong foundation, the future looks bright. It also helps to be part of a bigger ecosystem now. As we research these articles, it’s interesting to see how many brands have actually been acquired by larger entities, and how important that becomes in the growth trajectory in a cash heavy business that requires lots of upfront investment in stock and marketing. Food for thought.